Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Tanja Džido, owner of the agency and portal Shhhefica
All of you with Facebook pages have probably noticed a great fall in the reach of your posts in the past few days, and consequently, you see much less engagement than usual. You may have thought that it was because of your content, or that you suddenly became annoying to your fans. Don’t worry, it’s not you, it’s Facebook. Every change that Facebook introduces takes a bit of getting used to, and each one is aimed at improving user experience. If you’re smart, you’ll take this as a challenge to improve the quality of your content, as you can return your previous reach and even double it.
Content is King
Facebook has recently launched the new Explore Feed, similar to the one on Instagram. Explore Feed serves to keep users in touch with the most popular posts in their network and caters to their interests, even when they haven’t “liked” those pages. Thus they have the ability to explore new sites and posts that they might like. If you’re the owner of a site that normally has high quality content, the new feed should be a bonus for you, because Facebook gives you the ability to reach new users and fans and make your content organic, but only if it’s interesting. You’ve probably heard of the phrase “content is king”, and in this case it’s the whole story behind the Explore Feed. Currently, Explore Feed doesn’t show promoted posts, but only contains posts that might interest users according to their interests and the interactions of their friends.
Promotion is Queen
But what happened to the “old feed?” In it, Facebook has given priority to posts by friends and family of users – and promoted posts. So if you don’t have a strong “king”, there’s always the queen – promotion. To restore the lost reach, you can always invest in promoting your posts and you will very soon return to your throne. But is it worth playing only the queen card, when you could get a lot more and get it a lot cheaper if you play both sides? With high quality content and promotion with minimum amounts you could be present in both feeds: in Explore for your new users completely free, and in the “old feed” for your existing fans.
The good and the bad
You’ve probably already experienced the bad side – a drop in reach by at least 200-300%. Pay to play is the short-term solution to get back into the game, but for long-term, you need to invest in quality and original content that will go viral in Explore feed. If you’re good at it, you can even avoid further financial investment in your site, and new fans and followers will come on their own. Just be careful, it’s hard to fool the algorithm. If you think that you can speed things up by copying a successful page and posting similar posts, you will not succeed. Facebook’s algorithm detects who first published an interesting content and will reward you with double the reach if you make your users happy and satisfied.
Play the king, or the queen, or both? The choice is yours.